date:Jun 23, 2014
is hoping to recruit a new base of whisky enthusiasts on the hunt for something different.
As reported by the drinks business, sales of American whiskey, in particular Bourbon, are riding high in London on the back of a recent surge in American-themed restaurants such as The Lockhart, Jackson Rye and a wave of upmarket steak houses.
The launch of Jim Beam Rye follows the brands introduction of a 12-year-old Bourbon into the UK market earlier this year.
The thirst for good quality rye whiske